International Marketing

Module overview

This module introduces you to the scope and role of marketing within national and international organisations and the dynamic business environment in which they operate. Many businesses today have expanded and are continuing to grow in the global arena in search of higher profits and market share. Their success largely depends on their ability to apply business concepts in foreign markets. Thus, marketing concepts and analytical frameworks which can be applied in international settings, will be presented to you throughout the module.

Aims and Objectives

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

critically communicate ideas and arguments fluently and effectively;
provide international marketing options/solutions to solve business problems;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

appraise and apply key marketing principles to create competitive advantage;
evaluate the impact of recent environmental changes on international marketing activities;

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

the issues and complexities facing organisations when moving into international markets;
techniques for the analysis of environmental and competitive forces in an international setting;

Learning and Teaching

Teaching and learning methods

The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material. Lectures will be used to set the agenda and further develop the material from your wider reading. Teaching materials may include case studies, videos, topical broadcast materials and research papers.

Study time
Type	Hours
Teaching	24
Independent Study	126
Total study time	150

Resources & Reading list

Textbooks

Doole, I., Lowe, R. & Kenyon, A. (2016). International Marketing Strategy: Analysis, Development and Implementation. Cengage Learning.

Hollensen, S. (2017). Global Marketing. Pearson.

Keegan, W. J. & Green, M. C. (2016). Global Marketing. Pearson.

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Report	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Report	100%

Repeat Information

Repeat type: Internal & External